Tjori online store keeps Afghan craftsmanship alive

Afghan jewellery is thriving in the international markets and has gained a cult following. Afghan jewellery's intricate and stunning designs are proving to be irresistible for the customers.

Vaishnavi
News Editor

Jewellery-making, a long-standing cultural tradition in Afghanistan blessed with the wealth of exquisite gemstones, has almost been wiped out by decades of conflict and Taliban rule.

However, Afghan jewellery is thriving in the international markets and has gained a cult following. Afghan jewellery's intricate and stunning designs are proving to be irresistible for the customers.

Catering to this high demand is a New Delhi based e-commerce site Tjori, which offers a wide range of jewellery to the people not just in India but also in some western countries.

Mansi Gupta, the CEO of Tjori online store, said, "The reason why we have Afghan jewellery in specific because it has a vintage look and it feels special when you wear it. We purchase these ornaments directly from Afghanistan and it does very well for us."

Tjori buys this jewellery from an Afghan trader, who brings these ornaments directly from Kabul, Afghanistan, and then it is polished before finally being put on the website for sale.

Mansi said, "We have almost everything in Afghan ornaments from earrings, chokers, head gears, rings, anklets, kurta buttons and waist belts and all these are traditional pieces of ornaments that the native people of Afghanistan wear. However, it's not available anymore because it is not manufactured now. So, these people from whom we buy this jewellery have the restored version of this jewellery. Afghan jewellery does very well for us because the price point is not exorbitant plus it is a beautiful product."